Lion’s entry-level craft beer brand, Crafty Beggars, has launched a new ‘billboard takeover’ ad campaign.
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None of the entrants for the March round of the Orca awards were deemed good enough to take the prize, but the judges handed out two merit certificates for two campaigns with very different alcohol messages for Crafty Beggars and the Health Promotion Agency (nee ALAC).
According to the latest figures, Kiwis consumed 20 million fewer litres of beer in 2012 than the year before, something put down to a combination of average summer weather and a general shift away from the brown stuff towards wine and spirits. But there is growth in craft beer and Lion is continuing to get in on that act with its new Crafty Beggars range, “a craft beer you can actually drink”.